Denim has been in style for a long time and probably won’t go away anytime soon. Jeans are very popular, mainly because they are comfortable and can be combined with almost everything for amazing outfits. Being so popular, the chances that you will have a pair of jeans on you when you create new experiences are very high. In fact, this is what DIESEL believes: Denim “becomes a sort of wearable record of the times you’ve had.” According to the Italian retail clothing company, denim “absorbs” all of your moments, no matter what. Even in these times, when many events were canceled due to the pandemic, DIESEL’s jeans continue to collect experiences.

The brand captured this concept in a new campaign, courtesy of Publicis Italy. Titled “Unforgettable Denim,” the initiative, which marks the company’s Fall 2020 collection, features jeans with leather patches that you can customize based on this year’s (canceled/postponed) events. Via this collection, DIESEL invites people all over the world to celebrate the beautiful moments of this year, even though many of them have not taken place due to restrictions on preventing the spread of the virus.

At the heart of the campaign stands the collection, which you can visit on the webpage dedicated to it. Here, you can personalize the tag on the denim with an event you could not attend in 2020. The message behind this campaign is to commemorate what you did not do this year and the feelings that embraced you in the absence of making these plans. “Create a keepsake for what might have been and use it as inspiration to plan for a later date — always with your favorite, unforgettable denim,” says the brand in a press release.

The campaign is supported by a 60-second-long video, 25-second-long films featuring real-life anecdotes, and photography. The two-month platform will follow the stories of some influential people including Evan Mock, skateboarder and model, Julia Fox, an Italian-American actress, and dancer Donte Colley. These individuals were photographed by RAYSCORRUPTEDMIND.

Yet, DIESEL doesn’t stop here: The brand has partnered with the UNTOLD Festival, one of the most renowned music festivals in the world held in Cluj-Napoca, Romania, to create a series of limited-edition denim trousers called the 2020 Fallen Edition. More than 350,000 people attend this event but, this year, these fans will keep the UNTOLD spirit in their imagination. And on a DIESEL leather patch.

Credits:

Client: DIESEL

Agency: Publicis Italy